DON’T WATER THE ROCKS

 

I recently visited with the staff of a local nonprofit organization.
We were reviewing their 2014 campaign and discussing strategies for 2015. As usual, we talked about renewals and new prospects. We also talked about where executives’ and board members’ time is best spent. How do we cultivate our closer friends now to have the right to ask for an annual major gift in a few months? This question is critical to enhancing the major gifts portion of any annual campaign, and will also be a cultivation step for future capital giving for these annual donors.
But one executive put it perfectly when identifying what’s good use of her time right now. Simply put, she said “don’t water the rocks!”
What does it mean to “not water the rocks”?

  • Instead of brainstorming a list of potential donors who have no connection to your organization, make sure you first take excellent care cultivating those donors who have shown an interest in you in the past.
  • Be honest about what “no” means. If it was a “not now,” make sure to note when an appropriate follow-up would be. If it’s a “not ever,” make a note in the file and move on — at least for the foreseeable future.
  • Make sure your efforts and the efforts of your volunteers are focused on cultivating major gifts. Being busy on the wrong tasks won’t get you very far.
  • Curb negativity in yourself and your team. Keeping a positive attitude will help everyone stay positive and focused on what is yet to be done.

This organization has had its struggles, but I was moved by the spirit of the staff and their determination to move “up and to the right.” They weren’t going to waste any time watering rocks!
How are you spending your time? If you’re a campaign leader, are you focused on major gifts or are you letting yourself get distracted by lower-impact campaign activities? Are you delegating to key staff to grow their leadership potential? Or, are you taking over everything to make sure it’s done just the way you like it? As their COO reminded the group, “no one will do it like you do, so get over it!”
As you gear up for your next appeal, take a moment to evaluate your actions each day.
Are you spending your time in the most efficient and effective way? Or are you “watering the rocks?”

Posted by Peggy Vinson
Peggy Vinson

Written by Peggy Vinson

Since joining DBD in 2005, Peggy has coached executive staff and volunteers on increasing the effectiveness of their fundraising efforts. Peggy’s prescriptive approach focuses on the organization’s strengths and challenges. She meets her clients where they are, helping all to grow their fundraising skills. By developing strategic, measurable plans and skill sets, Peggy helps organizations not only meet their goals this year, but increase their capacity for the future.

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